Full market size

The full market size is defined as the total market size that can be theoretically reached within a certain segment. This number can typically be found in general market reports that indicate the total market size for a certain segment.

This does not yet take into account the fact that not all brands target the entire population or potential customers. This latter is reflected in the target audience.

When building up a market size that takes into account the relevant target audience, you get the obtainable market size, which is subset of the full market size.